NISSAN RUMBLE by TBWA\ Helsinki for Nissan

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NISSAN RUMBLE

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Industry Cars
Media Film
Market Finland
Agency TBWA\ Helsinki
Director Topi Salo, Timo Paloste
Creative Director Juho Wallenius, Sami Thessman
Copywriter Janne Haila, David Kaye
Client Service Director Millie Ahlskog
Producer Miia Lehtinen
Released June 2012

Awards

Cannes Lions 2012
Media Lions Best Use of Social Media Marketing Bronze

Credits & Description

Type of entry: Use of Media
Category: Best Use of Social Media Marketing
Advertiser: NISSAN NORDIC EUROPE
Product/Service: NISSAN CROSSOVER CARS
Agency: TBWA\HELSINKI, FINLAND
Advertiser NISSAN NORDIC EUROPE
Product NISSAN CROSSOVER CARS
Entrant TBWA\HELSINKI, FINLAND
Type of Entry: Use of Media
Category: Best Use of Social Media Marketing
Title: NISSAN RUMBLE
Advertiser/Client: NISSAN NORDIC EUROPE
Product/Service: NISSAN CROSSOVER CARS
Entrant Company: TBWA\HELSINKI, FINLAND
DM/Advertising Agency: TBWA\HELSINKI, FINLAND
Media Agency: OMD FINLAND Helsinki, FINLAND

Client Service Director: Millie Ahlskog (TBWA Helsinki)
Creative Director: Sami Thessman (TBWA Helsinki)
Creative Director: Juho Wallenius (TBWA Helsinki)
Planner: Risto Tuomikoski (TBWA Helsinki)
Planning Director: Sami Viitamäki (TBWA Helsinki)
Account Manager/Producer: Nina Kaskinen (TBWA Helsinki)
Copywriter: Janne Haila (TBWA Helsinki)
Executive Producer: Juha Huhta (TBWA Helsinki)
Copywriter: David Kaye (TBWA Helsinki)
Digital Marketing Manager/Producer: Liisa Matinvesi (TBWA Helsinki)
Production Ad: Heini Puha (TBWA Helsinki)
Production Ad: Jukka Aaltonen (TBWA Helsinki)
Project Manager: Juhana Hokkanen (Inoob)
Project Director: Hannu Huttunen (Louder)
Director: Topi Salo (Metronome)
Producer: Miia Lehtinen (Metronome)
Account Director: Suvi Helin (OMD Helsinki)
Director: Timo Paloste (Pohjoisranta)
Events Marketing Manager: Anna Karttunen (Nissan Nordic Europe)
Manager Marketing Communication: Pia Porko (Nissan Nordic Europe)



Results


Nordic Facebook fan base grew by 287%.

Engagement levels like this were unheard of in the auto industry: 50,000 of Nissan’s 68,000 Facebook fans were actively talking about the campaign. In a market of just 25 million people the campaign generated 400,000 posts, 'likes', comments and shares which led to 450,000,000 campaign impressions—18 times the market population. 2.8m unique Facebook users were reached every day, meaning 11% of the market population.

Nissan's crossover earned media share-of-voice grew 11% in print and 41% online. The campaign made it to prime time news in 2 countries and generated 58 articles.



Creative Execution


Nissan RUMBLE was the World's first reality TV rally broadcast exclusively on Facebook. It was also the first rally fuelled solely by Facebook 'likes'. Literally: without a constant flow of 'likes' the cars would stop.

Teams from four neighbouring Nordic countries competed for a €10,000 charity cheque. The Team Captains were national celebrities, and their co-pilots were selected from the public, offering them one week of fame. The rally was produced into reality TV episodes broadcast on Facebook.

Each nation’s Nissan Facebook fans liked their Team excessively to help them win. Each 'like' became a story on their Facebook timeline, making the campaign enormously viral.

The celebrity drivers spread our message amongst their existing fanbase. Also selecting the co-pilot from the general public gave us influencers to spread our message.

We also used Facebook advertising, web banners on relevant pages and programme co-operation with targeted radio channels and TVC.




MAIN OBJECTIVE:
To create a long-term solution to reinforce and maintain Nissan's leadership in the highly competitive crossover car segment in the Nordics.

OTHER OBJECTIVES:
Increasing Earned media share-of-voice by +1%, growing the quantity and quality of Nissan’s Facebook fanbase and establishing regular communication with the target audience.

TARGET AUDIENCE:
25–45 years-old urban achievers who are active in digital medias in the 4 Nordic Countries.

INSIGHT:
Target audience has lost interest with traditional advertising methods but are keen towards content that they find relevant. Nordic car buyers are into motorsports; they know their celebrities, watch a lot of reality TV and use Facebook on daily basis. And above all, each country loves kicking the neighbouring countries' ass in competitions!

We moulded these interests into a first of its kind concept to create a platform which enables us to truly engage with our audience in their own environment.